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Shopping tricks-2

According to recent surveys, shopping is now a most popular leisure time activity, but few people realise the extent to which our actions and choices are manipulated by cunning store designers intent on persuading us to spend as much time and money as possible in the nation’s supermarkets and retail outlets .

From the moment we enter a store we become victims of the subtle game of retail seduction. Supermarkets, for example, often place brightly-coloured flowers at the front of their stores to entice customers in and for the same reason also pump the aroma of bread through the air conditioning at store entrances.

Positioning of goods is vital, particularly in those first few metres of retail space that separate the store from the outside world. That’s where you’ll see eye-catching sweets and magazines deliberately placed in the area known to psychologists as the transition zone.

These items often called impulse buys tend to be purchased on the spur of the moment and have their own counter and till so you get another chance to be tempted on your way out, too. Stores are also keen to make you see as many of their products as possible, that’s why you’ll often have to make your way along aisles full of high-profit manufactured goods such as ready meals, before you get to the essential low-cost products like milk for example.

The height at which goods are placed is important, too. If you are determined to buy a no-frills value-price shampoo, you’ll have to make the effort to bend down to the shelf at floor level or reach up to the top one. That’s if you haven’t already been lured into grabbing the dearest brand in the shop, conveniently located at eye level for the shoppers too busy or too distracted to look any further.

Lay out is also key in retail outlets such as clothing stores, too. Sale goods often arranged in deliberately disorderly piles or racks to encourage us to rummage through in search of a bargain are usually placed at the front of the store. But before we can try anything on we have to navigate round displays of full-price clothes in the main body of this store. The store designers are banking on the fact that while on our way to the rear of the shop which is where the changing rooms are invariably located, we might just pick up a few of these higher-profit items.

And even when we’ve decided what to buy the tricks continue. Just as we are queuing at the cash desk of the fashion store with our soon-to-be-acquired cut price designer jeans, our gaze falls on a little something that will complete the new

outfit, something that we hadn’t thought of buying but – well, while we are here we may as well just pop it into our basket. For that reason stores tend to place relatively cheap jewellery just where we’ll see it while we are waiting to pay. Some stores even deliberately slow down the queuing process to give us time to browse these last-minute purchases.

So, if shopping’s is your favourite pastime, enjoy it but remember: we might not be quite as much in control as we thought.